Case: Fazer Amica

What type of lunch eater are you?

Would you rather have beefsteak, herring, pea soup or another kind of food at a low cost? Do you prefer the low carb-GI-raw food diet? Would you like something new that you have not tasted before? Is it important to get proper portions? These are some of the questions that YouGov asked 1048 workers who eat lunch outside their home at least a couple of times a month.

The survey was done for Fazer Amica, who runs a large number of company restaurants throughout Sweden. - The widescale national survey has given us a great knowledge bank, says Market Manager Anette Björnlund. Four lunch profiles crystallized; The enthusiast, the conscious, the traditional and the uncommitted, and we know what the different segments look like. We have also found out that the most appreciated dish is oven baked chicken filet and that the Italian kitchen is the most popular ethnical kitchen.

- In order to sharpen our lunch offers we need to be aware of people’s attitudes and habits, says Anette. We use the results from the survey to develop our restaurants and concept. We have company restaurants at very different places like LKAB, Scania, The Police School, Volvo, Karlstad’s School and Ericsson.

We offer our customers to do mikro surveys using a similar technique. Then they can see exactly what their guests want. On Fazer Amica’s website there is a mini test, a miniature of the mikro survey, where visitors can see their own lunch profile. It is a way to create interest that works very well, says Anette, who also appreciates that the survey has caused much good PR.

Source: YouGov News, Issue 31, February 2009